...of shampoo? 1 Category Beliefs 1 Question 2: What are the cognitive beliefs on the three brands of shampoos? (What are those advertising elements that, match with the cognitive beliefs?) 2 CLINIC PLUS 2 CHIK 4 HEAD AND SHOULDERS 4 Question 3: What are the affective aspects reflected by advertisements of the three brands of shampoo? (What are those advertising elements that match with the affective aspects?) 5 Clinic Plus 5 Head and Shoulders 6 Chik Satin 6 Question 4: How can the “theory of reasoned action” model be applied to each brand? Are there gaps that can be found with regard to each brand? 7 Limitations to the TRA Model 8 Question 5: Based on the analysis and the application of concepts, how can a new brand be launched? 8 Marketing Communication 10 Pricing 11 Distribution 11 Question 1: What are the category beliefs among the non-users of shampoo? In the Indian mass market, it was found that among non-users of shampoo, most do not engage in washing their hair very often, with the majority of respondents washing their hair only once (48%) or twice (43%) per week. In those instances, most persons indicated that they didn’t use Shampoo to wash their hair, but rather alternative products such as Shikakai or soap; only 24% of the respondents used shampoo. Although rural India was considered to be a significantly ‘dark’ media market, with only 38% TV penetration, this medium plays a substantial role in creating the need for and increasing shampoo usage...
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...category beliefs among non-users of shampoo? Answer These categories can be used to determine the non-user of shampoo. They are associated with their lifestyles, their habits and alternatives. Beliefs also depend on their purchasing power and how significant they perceive affording a bottle or sachet of Shampoo is, the affordability, purchasing power brand, communication, lifestyle and psychographics. Following variables can be used to determine the non-user of shampoo • Affordability • Lifestyles and psychographics • Brand communication • Purchasing power Question 2. What are the cognitive beliefs on the three brands of shampoos? (what are those advertising elements that ,match with the cognitive beliefs?) Answer The cognitive beliefs on the three brands of shampoos and their advertising elements that match with the cognitive beliefs on the three brands of shampoo are: • Clinic plus-Cosmetic shampoo of Unilever with portfolio driven on “family value and health foundation”. it prevents from dirt and split ends. • Head & Shoulders-it’s an anti- dandruff brand of Proctor and gamble which is chemically tested. Approved by Dermatologist. • Chik- it’s a cosmetics shampoo mainly contributes in south at a very cheaper rate .It’s a cosmetic shampoo brand of Cavin kare which promises soft, nourished, beautiful hair. Question 3. What are the affective aspects reflected by advertisements of three brands of shampoo? (What are those advertising elements...
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...Consumer Behavior Insights Name : Student Number : Course title : Marketing Course : Assignment topic : Consumer Behaviour Insights Lecturer : Author : Name : Student Number : Course title : Marketing Course : Assignment topic : Consumer Behaviour Insights Lecturer : Author : Assignment Coversheet The Faculty of Business STUDENT INFORMATION STUDENT NO. | | SURNAME | | PHONE NO. | | GIVEN NAMES | | E-MAIL | | Instructions for submission are found in the course description. Assignments with Cover Sheets not signed at the bottom will be returned unmarked and ma y then incur a penalty for late submission. ASSESSMENT INFORMATION COURSE NAME | | COURSE CODE | | ASSIGNMENT DETAILS (title) | | LECTURER / TUTOR’S NAME | | Campus / Provider | | DUE DATE | | SUBMITTED ON | | PLAGIARISM The Faculty and the University regards as a very serious matter the action of a student who acts dishonestly or improperly, including plagiarism or cheating, in connection with his or her academic work. Under University Regulation 6.1.1 “Plagiarism” is defined as “…the presentation of the works of another person / other persons as though they are one's own by failing to properly acknowledge that person / those persons”. Plagiarism may take many forms including: direct copying of sentences, paragraphs or other extracts from someone else’s published work (including on the Internet and in software) without acknowledging...
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...Consumer purchase intention for organic personal care products Hee Yeon Kim and Jae-Eun Chung Department of Consumer Sciences, The Ohio State University, Columbus, Ohio, USA Abstract Purpose – Using the theory of planned behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the attitudeintention relationship. Design/methodology/approach – An online survey was conducted with 207 online panel members, and multiple regression analysis was used to test the relationships among the variables. Findings – The results indicate that environmental consciousness and appearance consciousness positively influence attitude toward buying organic personal care products. The addition of past experiences as a predictor of purchase intention and perceived behavioral control as a moderator of the attitude-purchase intention relationship yielded an improvement on the TPB model. Practical implications – This study suggests that retailers can develop effective marketing strategies emphasizing ecological beauty, product safety, and affordable prices to increase consumers’ intentions to buy organic personal care products. Originality/value – This study provides valuable insight into US consumer behavior regarding organic personal care products by examining the factors that influence consumers’ attitudes toward buying organic...
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...PLAN FOR “All Natural Shampoo” Table of Contents: 1. Background * Executive Summary * Company Description 2. Strategic Focus and Plan * Mission/Vision * Goals * Competitive advantage 3. Situation Analysis * SWOT Analysis * Industry Analysis * Competitor Analysis * Company Analysis * Customer Analysis 4. Market – Product Focus * Marketing and Product Objectives * Target Markets * Points of Difference * Positioning 5. Marketing Program * Product Strategy * Price Strategy * Promotions Strategy * Place Strategy 6. Financial Data and Projection * Break- Even Analysis 7. Organization 8. Implementation Plan 9. Evaluation 10. Appendices 1. Background Executive Summary/Company Description In 2009 the personal care industry is evolving at its highest rate. In fact, today’s societies put emphasis on their appearances which, more now than ever, represents a strong judgmental basis. Within this industry is a market that occupies a strong place: the hair care market. Just as consumers worry about their skin, they also worry about their hair. In brief, this particular market consists of shampoo, conditioners and styling agents. The largest subsector within hair care is shampoo, which is also experiencing a sector growth since 2003. Under such circumstances, the present marketing plan will focus particularly on All-natural Shampoo. It is important to understand...
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...[pic] GROUP MEMBERS |SR NO. |NAMES |ROLL NO. | |1 | |* | | |** | | |2 | |* | | |** | | |3 | |* | | |** | | |4 | |* | | |** | | |5 | |* | | |** | ...
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...AJRM Volume 1, Issue 3 (June, 2012) ISSN: 2277‐6621 A Peer Reviewed International Journal of Asian Research Consortium AJRM: ASIAN JOURNAL OF RESEARCH IN MARKETING A STUDY OF CONSUMER BEHAVIOR WITH RESPECT TO VARIOUS BRANDS OF SHAMPOO IN NAGPUR CITY DR.RUHI BAKHARE* Faculty Dr. Ambedkar Institute of Management Studies and Research,Deeksha Bhoomi,Nagpur ABSTRACT ‘Consumer is king’ –the statement carries profound truth in it. Today the success of any firm depends upon the satisfaction of consumers. For satisfying the consumers the firm should know about the behavior of the consumers. In these circumstances understanding consumer is a very difficult task because of the changing technology, innovation, and changes in life style. Researchers conducted many research in this area, and they given only few suggestion, but there is no final conclusion. As per the ideas given by the researchers, there are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional demographic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, branding and distribution channels are likely to be misplaced. With the inevitability of change intimidating large over the horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of the changes likely...
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...and the brand was growing at 20% per annum. In early 2000s, women were not buying the brand in more than one or two categories. Need for Brand Positioning without loosing customer base. Dove was getting strong competition from other brands. In 2005 ,Dove was the world’s largest cleansing brand with annual sales of 2.5 billion Euros in more than 80 countries. 6. CAMPAIGN FOR REAL BEAUTY In June 2005, Unilever launched an ad campaign in US for its dove intensive firming range. The main purpose of the campaign was to challenge the stereotypes set by the beauty industry over the years. Campaign’s main aim was to promote its dove range of personal care products globally. Beauty advertisers bombarded consumers with idealized images of models, supermodels and celebrities which hurt consumers self-esteem. 7. Unilever featured six women of various body types for its dove firming lotion. After the campaign sale of firming lotion in UK rose by 700%. 8....
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...University of westminster | WOMAN’S TOILETRY INDUSTRY | Principle’s Of Marketing | Seminar Leader: Jennifer Chang | Word Count: | 12/9/2010 | By Taslima Khanom, Sinem Sisman, Hamda Batah and Zhaneta | Table of Contents 1. Executive Summary 3 2. Terms of reference 3 3. Industry Information 3 4. Overview of adverts 4 5. Segmenting, Targeting and Positioning 5 6. Consumer Buying Behaviour 8 7. Promotion 12 8. Communication strategy 16 9. Price 17 10. Product 18 11. Place 20 12. Critique & Recommendations 22 13. Bibliography 23 14. Appendices 26 1. Executive Summary 2. Terms of reference 3. Industry Information The Cosmetic Toiletry and Perfumery Association annual report (CTPA), (2009) declares ‘Mass toiletries have performed less well with higher growth from units (4.3%) than value (2.5%)’, as seen by the sales figures in Table 1.1. In addition to this Mintel (2010) suggests ‘women spend an average £653.64 a year on beauty products’. Such products include toiletries like cosmetics, fragrances and personal care products as seen in table 1.1. The director of Research at Mintel, Joan Holleran (2009) states "Personal care companies need to focus on value, feel-good benefits and new product innovation to keep shoppers interested" in order to generate sales growth. The distribution channel of the companies within the industry include direct and multiple selling depending on the specific product categories...
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...The importance of studying consumer buying behaviour as an area of marketing is increasing due to several factors. In order to offer any product or service to the customers businesses must understand their customers’ culture, social group and many other factors. Understanding these factors helps businesses to draw an effective marketing plan in order to satisfy the needs and wants of their customers in more efficient way. Companies need to be analysing their consumer buying behaviour in a constant manner in order to assess the impact of marketing strategy on customers, to deal with elements of marketing mix strategy with an increased level of effectiveness, and to be able to forecast buyer behaviour to various marketing strategies. Factors...
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...industry show a successful performance with an average of 5% growth rate among the industries every year (Kumar, 2005). According to Britannica (2011) the word "cosmetics" is derived from the Greek word Kosmetikos, which means "skilled at decorating". It refers to any of several preparations (excluding soap) that are applied to the human body for beautifying, preserving, or altering the appearance or for cleansing, coloring, conditioning, or protecting the skin, hair, nails, lips, eyes, or teeth. Besides that, when people hear the word ‘cosmetic’, they tend to think of makeup and perfume design for women. Actually, cosmetics come in many forms, which are powder, soap, shampoo, body makeup, toothpaste and others (Kumar et al., 2006). According to Wikipedia, brand loyalty can be defined as the situation in which the consumer usually...
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...SUNSILK – INNOVATIVE MARKETING STRATEGIES 1.INDUSTRY PROFILE Shampoo in India was derived from the Hindi word ‘Champi’ meaning hair massage. Theintroduction of shampoo in India dates back to the British reign in the country. Being arecent development the growth of shampoo or rather the penetration levels of shampoo inthe India has been commendable.The shampoo market in India is estimated to be Rs 2,500-3,000 crore. The shampoomarket is India is categorized according to the benefits they provide. Mostly consisting of three kinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in Indiahas managed to tap users of the various segments according to their requirements and preferences.Due to the continuous efforts of the top shampoo brands in India penetration of shampoosin urban areas is almost 100%. As far as penetration of shampoo in the rural areas isconcerned it has risen by almost 18% in the current scenario.The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. Thecompany that leads the shampoo market in India is Hindustan Unilever Limited. The topthree most sought after brands Sunsilk, Dove and Clinic are produced by HUL. Thecompany holds a 44% market share in the Indian shampoo industry. It is said that HULearns almost 8% of its revenue from the sale of these products The other recent brand thathas taken the Indian personal care industry by storm is Pantene. Since its very inceptionthe brand was a best seller. A product of FMCG...
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...To Know And Study The Trends Of Consumer Buying Behavior Toward The Cosmetic Products Of HUL, P&G And Nirma Company’s Brands. 2013 PRITHVI NATH THAKUR St. KABIR INSTITUTE OF PROFESSIONAL STUDIED 12/31/2013 EXECUTIVE SUMMERY The Project and research works are integral part of academic curriculum. During the process I get an opportunity to study the market scenario and set the practical aspect of theory which makes the concept clear. This is an outcome of the research work and study of market that undertaken on the subject related to “To Know And Study The Trends Of Consumer Buying Behavior Toward The Cosmetic Products Of HUL, P&G And Nirma Company’s Brands.” of the cosmetic items. The study and research is also to understand the value of sales and advertisement promotion so also the perception of cosmetic users. DECLARATION I Prithvi Nath Thakur student of PGDM at St. Kabir Institute of Professional Studies Ahmedabad, 2012-14 batch, hereby declare that the Project Report Titled “To Know And Study The Trends Of Consumer Buying Behavior Toward The Cosmetic Products Of HUL, P&G And Nirma Company’s Brands.” is the outcome of my work and same has not submitted by any institute for the award of any degree or any professional diploma. ACKNOWLEDGEMENT I owe a great many thanks to a great people, ...
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...GROUP 7B: PEARS CONSUMER BEHAVIOUR PROJECT GROUP MEMBERS Gaurav Jain (B10079) Kapil Dhanania (B10083) Riddhi Mazumdar (B10104) Sahil Ahuja (B10105) Souvik Halder (B10112) Sulabh Govila (B10113) Contents PEARS BRAND HISTORY 3 Change in 2009: 4 OBJECTIVE 4 PEARS POSITIONING: A MANAGEMENT PERSPECTIVE 5 Pears Brand Manager: Insights from Interview 6 NEED RECOGNITION: 8 Insights from customer interactions: 8 Company Recommendations 9 INFORMATION SEARCH: 10 Insights from customer interactions: 10 Recommendations for company: 10 EVALUATION OF ALTERNATIVES: 12 Insights from customer interactions: 12 Recommendations for company: 13 PRODUCT CHOICE 15 Insights from customer interaction: 15 Company Recommendations 16 APPENDIX 18 PEARS BRAND HISTORY Pears transparent soap is a brand of soap first produced and sold in 1789 by Andrew Pears at a factory just off Oxford Street in London, England. It was the world's first transparent soap. According to Unilever records, Pears Soap was the world's first registered brand and is therefore the world's oldest brand. Launched in India in 1902, Pears exuberates a long heritage of purity and pristine. Pears soap is now made in India by Hindustan Lever a company in which Unilever controls a fifty-two percent stake. Pears Pure & Gentle: It is enriched with pure glycerine and natural oils that gently moisturize skin to keep it smooth while its mild fragrance and...
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